Since the late 50s, winning a Clio Award has been a benchmark that almost every advertising agency in the world aspired to reach. Even Don Draper has one!
Over decades now, the Clio awards have highlighted the work and talent at the forefront of the industries in a variety of fields, like sports, music, fashion, entertainment, and health. In 2019, Clio added cannabis to the mix.
Since 2019, the Clio Cannabis awards have been giving due praise to the many advertising and marketing companies in the cannabis industry. This year’s event would take place in Las Vegas during MJ Unpacked.
CashColorCannabis had the chance to speak with the executive Director of the Clio Cannabis and Clio Music programs Michael Kauffman. Read our Q&A with Kauffman where we discuss why Clio decided to add cannabis, celebrate Berner, his favorite Clio Cannabis moments, and more.
CashColorCannabis: Michael, thank you for taking time to speak with us today. Speak to us about your involvement with the Clio Awards. What is your exact role?
Michael Kauffman: It’s my pleasure, I’m appreciative of the work you’re doing as well as your support this year on our Clio Cannabis Film & Advocacy jury. My role is the Executive Director of the Clio Cannabis and Clio Music programs. Both are extensions of the Clio Awards started in 1959 to recognize creative ideas in advertising. Clio Music focuses on music marketing (artists, labels, music companies) and the use of music in ads and trailers. Clio Cannabis celebrates creativity in marketing and communications in the space.
How did you find yourself working with the Clio Awards?
Michael Kauffman: I spent the first part of my career working in music at retail (Sound Warehouse, and an indie BBC Records), distribution (BMG), and labels (Windham Hill and Verve). After I left music I worked at a few startups, one of which (RightsFlow) was focused on licensing, accounting, and paying songwriters and music publishers. The company was acquired by Google, and I spent a few years on the YouTube marketing team focused on the creative community. When I left, I wanted to work closely with music again and started working with the Clio team to build the Clio Music program which they had launched in 2014. I actually started my career (pre-music biz jobs) at a small agency in Chicago (Weber, Cohn & Riley), where I was a copywriter. Felt like things came full circle with the Clio and music combo.
In 2019, Clio made the decision to add cannabis to its list of programs. Why did Clio decide to add cannabis?
Michael Kauffman: We were seeing tremendous work being done to tell stories, educate, and address social issues. As medical and adult-use support and legislation was blooming across the country, we felt the timing was right to amplify and celebrate the creative marketing and communications work being produced. There were many gifted advertising folks working in the space (our first jury in 2019). Our goal was to recognize, amplify, and elevate this work.
I had the opportunity to be a judge this year. I was taken back by how well produced some of the commercials were. Have you been presently surprised by how the quality of commercials that have been submitted?
Michael Kauffman: No doubt that the work is on par with any other industry — there is no “cannabis curve” in judging. Certainly there are many hurdles to jump through and regulations to be aware of in order to effectively build a brand and reach cannabis fans. Each year we’ve seen growth — and notably this year we’ve seen work submitted from across the globe including countries like the UK, Germany, Israel, Brazil, Croatia… The other thing that’s important to note is the degree to which the creative community is also making an impact by addressing important issues like social justice. Cannabis and creativity are a powerful combination.
What is the submission process like?
Michael Kauffman: Each program year, anyone involved in the creative work (might be at an agency or a brand or a creative contributor) can enter it. Our 14 mediums span brand design to film & video to marketing and social media, with entrants able to provide both visual assets as well as a synopsis on the work. Entrants submit different assets (image, videos, pdfs) to show the work and tell the story.
Our juries evaluate all entries solely on the basis of creativity and through a series of rounds, the work that is collectively rated highest moves forward through our judging process.
Each piece is evaluated on its own merits creatively. The jury cannot see who entered the work nor any credits, has no minimum or maximum number of trophies to award, and participates in a very fair and democratic process.
Berner will be accepting an award this year. What made you want to highlight Berner this year?
Michael Kauffman: In addition to the jury-selected awards, we present the honorary Clio to an individual whose creative contributions have shaped popular culture, championed the benefits of cannabis, and paved the way for better understanding of the plant.
Berner has been a creative force as co-founder and brand builder of Cookies, and as a rapper, fashion designer, and entrepreneur. He’s an innovative marketer helping to move the marketplace forward.
Previous honorees across our numerous Clio programs included Bob Iger, Joan Jett, Frank Gehry, Willie Nelson, Tony Hawk, Mary J. Blige, Eli Manning, Brandi Carlile, Fab 5 Freddy, and Jerry Seinfeld. He’s joining a pretty remarkable group.
This year, the event is happening during MjUnpacked. What was the reason to do an event alongside MjUnpacked?
Michael Kauffman: I was able to attend MJ Unpacked last year in Las Vegas and earlier this summer in New York, and loved it. I applaud the work that George, Kim, and the team are doing to create an event that effectively superserves CPG brands, retailers, and the investor community. As a marketing awards program highlighting top creativity from brands and retailers (among other areas), it’s a strongmatch for us with the community who attends. Many attendees are also Clio entrants (and winners) so it’s a good partnership. Looking forward to building on it going forward.
It’s been a short-time, but what has been your favorite Clio Cannabis moment so far?
Michael Kauffman: The opportunity to acknowledge and talk with Steve DeAngelo and the team at Last Prisoner Project, and with Willie Nelson and Fab 5 Freddy to thank them for the work they’re doing to support the plant and the community…loved Mary Pryor and Ophelia Chong’s conversation together last year when they were honored. There’s been quite a few favorite moments.
Amplifying the amazing stories and powerful messages being told by marketers in the trenches is incredibly gratifying.. For me, getting to know so many of those heroes via their support and service on our juries has also been amazing. Being inspired by their passion to impact society and our culture on behalf of this plant is a deeply meaningful aspect for me personally too.
What are your hopes for Clio Cannabis in the future?
Michael Kauffman: At Clio, our mission is to celebrate bold work that propels the industry forward, to inspire a competitive marketplace of ideas, and to foster meaningful connections within the creative community. For Clio Cannabis, the future will embrace those three pillars — as we continue to be inspired by those building that future. Hopefully we’ll see a media partner join us too — I think there’s huge interest in seeing the creativity in this space.
Two other things: I’d love to see our awards show streamed live from the MJ Unpacked Ballroom in the years to come. I also envision our Clio winners increasingly integrating their Clio Cannabis accolades into packaging and marketing collateral. Clio is synonymous with creativity in advertising, marketing, and design… I think a Clio trophy sticker or mention is a compelling hook that could fuel someone to dig a bit deeper into the story of a quality brand.
